SMGT40450 Sport Marketing & Comms

Academic Year 2022/2023

This module focuses on the major processes and decisions that sport marketing executives encounter in their efforts to synchronise the objectives and resources of their sport organization with the needs and demands of sport consumers in the marketplace. Students will acquire an understanding of sport marketing principles and processes as well as comprehending the corporate context of marketing. Sport sponsorship strategies are evaluated and the process of developing and leveraging sports sponsorship is studied. The module also examines the role of communications on themes such as crisis communication and corporate communication planning.

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Curricular information is subject to change

Learning Outcomes:

At the end of the module, students should be able to:

1. Understand the role and process of marketing in a challenging business environment.
2. Assess the strategic nature of brand development and management in a sport context.
3. Analyse the role of digital communities and social media in sport organisations
4. Develop and implement sponsorship strategies to launch and position new products.
5. Critically reflect on core concepts and techniques of communications in sport.
6. Create a communications strategy and campaign for a sport-related event or organization.
7. Utilize qualitative and quantitative research/diagnostic tools for market research.

Indicative Module Content:

• Strategic marketing planning
• Developing a brand
• The strategic value of sponsorship
• Using social media as a marketing medium
• The fundamentals of a media launch
• Communications in a crisis

Student Effort Hours: 
Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Approaches to Teaching and Learning:
Lectures, group work, class-based discussion and expert seminars 
Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment: Individual Assignment Unspecified n/a Graded No


Group Project: Group Presentation & Report Unspecified n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Summer No
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Students will be provided with group feedback from the module leader post assessment of their group report and presentation. Students will also be provided with feedback on their individual assignment post assessment.

Name Role
Ms Sinead Galvin Lecturer / Co-Lecturer